Presentation Transcript

1. Georgia Chamber of CommerceTourism and Entertainment Committee

   Listening Session: Georgia Travel August 29, 2012
2. The Backdrop During the past 12 – 14 months several tourism industry execs and groups have been exploring the possibilities and continuing previous discussions about creating a unified, comprehensive “voice” for tourism in Georgia – one that would connect the entire “supply chain” of industry groups
3. What We’re Up Against . . .“Do Tourism Dollars Pay Off?”AJC Front Page August 6, 2012 “Local governments and tourism agencies lack reliable data to determine whether marketing efforts offer enough return on investment” “Communities should push for better measurements and more oversight” “Metro cities can’t tell how much bang for the buck they get to pull in visitors”
4. The Task Force Larry Cooper – Cooper Transportation Bill Donahue – Lake Lanier Islands Dev. Auth. Joel Meyer – Little St. Simons Island Sean McGinnis – Atlanta Magazine Custom Media Spurge Richardson – Atlanta CVB (retired) Barry White – Augusta CVB Mike Williams – Lake Lanier Islands (Chair)
5. How did we get here? Years ago The industry relied on TDAG Last Year GA Chamber & Chris Clark led a series of discussions This Year Is there a need to pursue a unified voice for tourism and how do we fill that void?
6. What exactly do we want to accomplish?
7. Purpose & Mission To leverage the collective strength of those who benefit from tourism and grow their business beyond what they can do individually; thereby, strengthening Georgia’s economy through creating and sustaining jobs and increasing private and public sector revenue
8. Two Strategic Priorities To secure additional, incremental and sustainable investment for marketing the state of Georgia as a visitor destination
9. Two Strategic Priorities Secure additional, incremental and sustainable investment for marketing the state of Georgia as a visitor destination Advocate on behalf of all travel and tourism sectors by facilitating coalitions and partnerships between industry partners that benefit from visitor expenditures across the public and private sectors
10. #1 Priority: Increased Funding for Marketing Georgia Why? Florida: $38 million Tennessee: $12 million Alabama: $11.2 million South Carolina: $10.5 million North Carolina: $10.1 million Georgia: $6.7 million Source: FY 2012 Budgets
11. #1 Priority: Increase Funding for Marketing Georgia Why? Michigan: $25 million Virginia: $17.3 million Connecticut: $15.9 million Wisconsin: $15.1 million Kentucky: $11.8 million Missouri: $10.2 million Ohio: $10 million (proposed) West Virginia: $7.3 million Georgia: $6.7 million
12. #1 Priority: Increase Funding for Marketing Georgia Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic impact of tourism
13. #1 Priority: Increase Funding for Marketing Georgia Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic benefits of tourism Create awareness of the economic benefits created by the tourism industry
14. #1 Priority: Increased Funding for Marketing Georgia Educate key audiences such as public officials, the press and tourism industry partners on current issues and the economic benefits of tourism Create awareness of the economic benefits created by the tourism industry Serve as an advocate for the tourism industry on policy issues at the local, state, and federal levels and provide public policy support to tourism industry partners
15. #2: Advocate on behalf of tourism industry Why? Travel and tourism is a powerful economic engine 5th largest employer in the state Not an expense, an investment with a return There is a void – a “voice” for a unified travel and tourism doesn’t exist No one else is doing it or charged to do it
16. #2: Advocate on behalf of tourism industry Support increased industry partner participation at the Governor’s Tourism Conference
17. #2: Advocate on behalf industry Support increased industry partner participation at the Governor’s Tourism Conference Support Tourism Day at the Capitol
18. Benefits Education - ensure that tourism is recognized as essential to the economy, image and well-being of Georgia. Audiences include: Policy makers (local and state) Opinion leaders and Influencers Members, Partners, and Media
19. Benefits The ability to partner with a broad spectrum of organizations that benefit from travel and tourism A collective voice advocating the benefits of travel in general, not just industry specific sectors There is strength in numbers
20. Benefits Assist industry specific organizations and departments by supplementing their public policy and educational efforts Provide a broader representation and support of tourism through stronger coalitions, partnerships and alliances
21. Benefits More visitors resulting in: Increased visitor spending related tax revenue Supporting existing jobs Creating new jobs
22. How will this be accomplished?
23. A new organization The Georgia Travel Association
24. Or Simply. . . “Georgia Travel”
25. Proposed organizational structure Affiliate of the GA Chamber of Commerce Board of Directors Funded by Members Executive Director who reports to the Chamber CEO and BOD
26. GA Chamber Affiliate GA Travel Advocate and educate Set organizational and staff objectives Hire, fire, evaluate the Director Spokesperson for the industry Fundraising Chamber Lobbying Administrative support D&O Insurance Office space Accounting Employee benefits Start up services Assist fundraising
27. Membership Primary beneficiaries of visitor expenditures Hotels Restaurants Retail Transportation Arts and entertainment CVBs Attractions Non-traditional
28. Membership Cornerstone Corporations Partner associations GACVB, GHLA, GRA, Transportation, Retail, Arts, Sports Councils General members
29. Board of Directors Cornerstone members Partner association members GACVB, GHLA, GRA, Transportation, Retail, Arts GA Chamber CEO GDEcD designee (ex-officio)
30. Membership investment Seek 3 year commitments Cornerstone (10 at $15,000 each) Partner associations (5 at $5,000 each) General members (45 at $1,500 each) Annual budget = $242,500
31. Proposed Timeline May 2012 - presented to GA Chamber Tourism & Ent. Committee and received support to move forward July 2012 - presented to GA Chamber CEO and received support to move forward August 2012 - received support from GDEcD Present to industry at Governors Conference and seek support to move forward Meet with industry assocs. GACVB, GHLA, GRA Fall 2012 - collateral, mission and benefit statements membership recruitment and fundraising
32. Action Items / Next Steps Identify and organize an implementation & membership task force Identify initial investors and obtain commitment
33. Purpose & Mission Strengthen Georgia’s tourism industry through increased and sustained funding for marketing, thereby driving increased visitor expenditures, which leads to an enhanced tourism economy by creating and sustaining jobs and increasing private and public sector revenue
34. Strategy Secure additional investment for marketing Unite all travel and tourism sectors
35. Discussion and Questions